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Wednesday
Jun012011

A Blind Spot Case Study: Dr. Comfort

By Tim Miles, Wizard of Ads Partner

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“Our competition copies everything we do. No kidding. Our newspaper ads. Our yellow pages. We even changed our logo, and they changed theirs.”

This is what one of my clients told me in our first visit together. A midwestern heating and air conditioning company – they’d been referred to me by another one of my clients.

They had been down or flat for a few years. This was 2008.

Within a few hours, I had diagnosed the problem.

You see, they were already good at what they did. Very good. The owner was an expert among experts. He was so good that he taught heating and air conditioning classes at the local technical college.

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